Former journalists are better PR pros: here’s why

Ever wonder why some PR pros seem to always have a sharp sixth sense for what makes headlines? The secret might be their experience as journalists.

These newsroom veterans are bringing their inside knowledge to public relations, and the results are nothing short of impressive. When you blend the storytelling skills of an experienced journalist with the strategic mind of a PR pro, it sounds like a recipe for success, right?

So, let’s talk about why former journalists make excellent PR pros.

Understanding of the Media

As journalists, it’s second nature for them to absorb media and news 24/7. I’m not exaggerating when I say that a dedicated reporter consumes journalism for breakfast, lunch, and dinner. Over the years, they have developed not only a keen eye for excellent news coverage but also a habit of staying on top of news and trends. In the PR industry, their deep understanding of the journalism and media landscape helps them effectively guide their clients to success. If you need media training, these former journalists who used to ask tough questions will make sure you are ready!

Expertise in pitching

 Over years of chasing stories in and out of newsrooms, journalists have developed a keen sense of what makes a story newsworthy. When it’s their turn to draft pitches and press releases, their pitches stand out because they know what catches a journalist’s eye. Most journalists receive 25 to 100+ press releases per week, and usually, only about 3% of them get opened. If you need a press release that gets opened by journalists, who better to turn to than someone who used to decide which ones to open?

Storytelling Skills

Some may think journalists only do factual reporting and therefore lack creativity in their writing. They couldn’t be further from the truth. While truth and facts are both non-negotiables in reporting, creativity is a constant. Creativity comes in when journalists are looking for a unique angle for their stories, and this same creativity shines through in PR. Former journalists know how to dig deep, finding the hidden gems in your narrative that others might overlook. No matter what your message is, they will find the most relevant angle to your target audience, transforming ordinary information into engaging stories. Their ability to think outside the box ensures your message stands out in a crowded media landscape.

Strategic Message Delivery

Just like different newspapers have different audiences, your message also has a specific audience. You wouldn’t pitch a political story to a food magazine. Journalists know how to tailor your message specifically to your audience and pitch it to media that are most likely to pick up the story. This expertise comes from years of pitching stories to newspapers — they know the publication, the stories they want, and most importantly, what their readers want. If you have a story to tell, bring it to a PR pro who used to be the one pitching stories: they will make sure to deliver it to the people you want to reach.

Parting Thoughts

Our spark*pr team, led by veteran journalist and former news anchor Annette Goerner, is dedicated to helping you tell your story. Through strategic communications and public relations tactics, we will guide you in making meaningful and effective connections to the audiences that matter most.

Help your story stand out by reaching out to our PR team here.

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